Hungary which has a population of 10 million can receive 20 million tourists, and the country could raise the number of guest nights at tourism accommodations to an annual 50 million by 2030 from 41.8 million at present, the head of the Hungarian Tourism Agency said on Tuesday. Participating at a roundtable talk on a fresh study by consultancy McKinsey, entitled „Budapest awaits: Fulfilling the city’s tourism potential”, László Könnyid said the capital accounted for 60% of foreign guest nights and that share would be maintained as tourism grew. He also said it was important for tourists to explore areas outside of the capital, too, while undertaking tourism developments in the rest of the country. In the study, McKinsey says Budapest’s tourism industry has the potential to double the number of international visit nights and double or triple tourist spending. Budapest could cultivate a profile that defines its „unique benefits and experiences”, while encouraging structured collaboration among industry stakeholders, the study says. Budapest could boost visitors from some high-potential markets, such as the United States, Germany, and France, while tapping deeper into source markets where it already excels, such as South Korea and China, with dedicated initiatives. The city could also raise its profile among premium and luxury tourists to boost average spending per tourist.